Execution (Marketing Activity)

The Execution (Marketing Activity) info area is used to store all the information needed to execute the marketing activity.

This includes selections/target groups, the marketing activity's schedule, data transferred to activities, mailings and work orders, file formats and other information on mailings, e-mails, SMS and faxes.

To define the execution of a marketing activity:

1. Select Execution (Marketing Activity) from the context menu in the Marketing Activity info area.

   The Execution (Marketing Activity) info area is displayed.

2. Click (New).
3. Choose the selection with the marketing activity's recipients in the Target group definition field.
   Note: If you want to use a selection applied to the Person (PE) info area, you need to define labels and additional addresses for the person (PE) records. Labels and additional addresses defined for the Company in Person (KP) info area are not used in this case.

   To use a query from Aurea.CRM web, select Global query or Private query from the Base field and select the desired query in the Target group definition field.

   Leave the Target group definition field empty for follow-up marketing activities. The target groups for follow-up marketing activities are generated automatically based on responses to previous marketing activities.

4. Select an Execution Type:
   The following options cause the marketing activity to be executed once:

   • One-off, execute selection/query: When generating the records, the selection is refreshed and the new target group is then generated based on the selection.
   Note: If a user that did not create the selection wants to generate the marketing activity, the selection first needs to be executed with the Execution Type set to One-off, execute selection/query.

   • One-off, do not execute selection: When generating the records, the selection is not updated. The companies already stored in the selection are used to generate the target group.
   • One-off, only response processing: The target group is generated automatically based on responses to the previous marketing activity or entered manually (by adding records to the target group).
   When using the following options, CRM.server executes the marketing activity at regular intervals defined in the Repeated: Frequency and Repeated: Frequency (Unit) fields (see Automatically Executing Marketing Activities and CRM.server in the CRM.core Administrator Guide):

   • Repeated, always execute selection/query: The selection is updated each time the marketing activity is executed. The target group consists of the companies/persons in the selection.
   Note: If a target group record is marked as inactive (the Inactive field is enabled), the record remains inactive if the record is still in the selection after the selection has been updated.

   • Repeated, execute selection once: The selection is updated when the target group is generated. The selection is not updated if the marketing activity is repeated.
   • Repeated, never execute selection: The selection is not updated when generating the target group. The selection is not updated if the marketing activity is repeated.
   • Repeated, only response processing: The target group is generated automatically (based on responses to a previous marketing activity) or manually (by adding records to the target group).
   • Repeated, packages: The mailing is only sent out to a subset of the target group that has not yet been contacted. Enter the maximum number of mailings to send in each cycle in the Max. package size field. The marketing activity continues to be executed until all persons in the target group have been contacted. Typically used for mailings that for reasons of cost or logistics cannot be handled in one go.
   • Repeated, extend selection/query: The selection or query is updated each time the marketing activity is executed. The existing target group records are retained. Only the companies/persons in the selection that are not yet included in the target group are added to the target group. The marketing activity is executed for these recently added records. Typically used for mailings to customers, e.g. contact all companies that have had their Lead Status set to "Customer" since the last time the marketing activity was executed.
5. Enable the Create target group check box if you wish to create a target group.
   Note: You can execute a marketing activity for a specific group by selecting a selection or query (from Aurea.CRM web) in the Target group definition field in the Execution (Marketing Activity) info area. Additionally generating a target group (see Generating the Target Group) has the following advantages:- Target groups are not user-specific, but are available to all reps. Your administrator can nonetheless determine that you can only view or edit the portion of the target group assigned to you.- Target groups can be edited once they have been generated, see Editing Target Groups.
6. Enter the Start on field and the rep responsible for the execution in the Rep field.
7. Use the Plan tab to store information on the target group and general information on the generation of records.
8. Use the Generate tab to enter details on the activity, mailing and work order records to be generated:
   • Which fields should automatically be transferred to the generated records (e.g. the activity type)
   • Default values to be entered in the generated records
9. Use the Send tab to determine which information to send to the target group:
   • Mail merge document and control file for letters and faxes

   Save letters: A document link record is added for the companies/persons and activity, work order or mailing records containing the letter. The control data (transfer fields format containing all companies/persons in the target group) is stored in a read-only document record. Click on (Document overview) in the parent record to access these documents.

   Note: Enabling this option can reduce the performance of the system while generating the records.

   • Body text and control file used by SMS and e-mails
   • E-mail settings: Format, sender, priority, subject, attachments
   • Survey details, >> Surveys in Bulk E-mails on page 137.
10. Use the Settings tab to define settings relating to the automatic execution of marketing activities via CRM.server, see Automatically Executing Marketing Activities.
11. Save the record.

The rep entered in the Rep field receives a To-Do record of the type "Execute Marketing Activity". The Due on field of the To-Do record is set to the Start on date from the execution record. Once the status of the To-Do record is set to "Completed", the rep responsible for the marketing activity (entered in the Resp. Rep field in the Marketing Activity info area ) receives a message of the type "Completion" with the text "To-Do: Completed" in the Message field.

Refer to the online field help for more detailed information on the fields in the Execution (Marketing Activity) info area.